### How ABB and Human Digital Turned Complexity into Clarity

In B2B, progress is not just about automation. It is about alignment. When ABB set out to promote its OPTIMAX® and Advanced Process Control solutions, the ambition was clear. The starting point was not. A new team. Limited existing assets. A global remit spanning the Americas, Europe, and the Middle East. Human Digital stepped in as both strategist and delivery partner, transforming minimal context into a complete digital ecosystem designed to perform. The Challenge ABB wanted to introduce its digital optimisation portfolio to industrial decision makers across oil, gas, and chemicals. This campaign represented a new global digital approach for ABB’s OPTIMAX® and Advanced Process Control portfolio. The Human Digital Approach The challenge was not technical capability. It was creating confidence in a complex decision environment. Confidence that the solution could be understood and trusted quickly. Understanding the Real Barrier We identified that decision makers were not resistant to digital optimisation. They were cautious. They needed clarity on outcomes, proof of value, and reassurance that implementation would deliver measurable results. Reframing the Problem Instead of leading with features, we reframed the challenge in terms of human questions. What will this change for me How quickly will I see value Can I trust this to work in my environment This reframing became the foundation of the strategy. Strategy In Action With the challenge clearly defined, we moved from insight to execution through a tightly integrated strategy. ‍ Dual Funnel Design We designed a dual funnel approach that balanced awareness with lead generation, guided by intent data and customer insight. The goal was to educate broadly while capturing demand from accounts already showing buying signals. Content as the Connector At the centre of the campaign was a high-value eBook that translated complex optimisation into clear, outcome-driven insight. This asset anchored the campaign,

By: Sabrina Schmid, ABB

Human Digital supported ABB with lead generation, campaign landing pages and LinkedIn creative for a global campaign. Their work increased both website traffic and qualified leads. The team was responsive, transparent and highly reliable throughout the project. Their creative expertise and strong work ethic stood out, and they consistently delivered high-quality results on time. Human Digital proved to be a trusted partner that combines strategic thinking with excellent execution.

By: Nicolas Alcalde, ABB

What went well was the collaborative approach and the responsiveness of the Human Digital team. Communication was clear, timelines were respected, and there was a genuine effort to understand our context and priorities.

By: Cristina Reglero, ABB

The GE legacy campaign performed well overall. The tool was a challenging hero asset, but it was thoughtfully designed and developed by Human Digital. We also appreciated the strong collaboration to refine and enhance the keyword strategy.

By: Sherri Zhou, Noel Leeming

Ben and Nick have been fantastic to work with. Their approach has helped build a constructive and collaborative working relationship, and they’ve shown a strong understanding of the Kiwi B2B environment and our specific needs. We really appreciated how consistently they kept us updated on the NZ B2B comms development and the LinkedIn campaign trial — their communication has been clear, timely, and genuinely helpful.